How It Works
The same four-step pipeline runs every language, every platform, every region: Generate, Route by risk, Review, Deliver. Here's exactly how the risk-routing engine decides what an AI ships alone and what a human has to see first.
Why this, why now
Google Ads has phased out manual campaign-level language targeting for Search. Its AI now matches ad copy to users automatically, blending multilingual delivery into regular serving, the same shift behind AI Max and Advantage+. For an advertiser, that's less direct control, not more: there used to be a targeting setting that at least made a language mismatch visible. Now a literal translation doesn't trip a warning, it just gets served confidently to the wrong intent.
The pipeline
Every ad-copy variant, in every language, moves through the same sequence: the only thing that changes market to market is what Step 2 flags.
First-pass variants at volume, inside each platform's field limits and your termbase. This is where AI throughput does the heavy lifting.
Every variant is scored on four signals and sorted into Green, Amber, or Red before a human ever sees it.
In-market linguists post-edit Amber, fully transcreate Red, and never touch Green at all.
Into your sheet, an Ads Editor-ready CSV, or pushed straight to the platform, audit trail included.
Step 2, in detail
Four signals, weighted, checked automatically on every variant, not a black box, and configurable per client.
| Signal | What it measures | Weight |
|---|---|---|
| TM/glossary match rate | % of the string already covered by locked termbase entries or a 100% Translation Memory hit | High: a low match rate always forces at least Amber |
| Language risk profile | Historical error/complaint rate for that target language + MT engine pairing | Medium |
| Claim/regulatory density | Pricing, health, financial, superlative, or comparative claims that trip platform ad policy or local law | High: any hit forces Red regardless of other scores |
| Channel/format sensitivity | A Discord Quest or TikTok hook carries more brand-voice risk than a Shopping feed description | Medium |
| Tier | Trigger | Who touches it |
|---|---|---|
| Green | ≥ 98% TM/glossary match, low-risk language, zero claim hits, low-sensitivity channel | System only, no human touch |
| Amber | 75–97% match, or medium language risk, or medium-sensitivity channel, zero claim hits | Linguist post-edit |
| Red | Any claim/regulatory hit, high-risk language, high-sensitivity channel, or match rate under 75% on a hook/headline | Native transcreator, full rewrite |
Integration
Nothing about this asks you to change how your media buyers work. The output lands where they already look.
Termbase, translation memory, and QA rules live in Phrase: the engine on top handles the routing decision Phrase alone doesn't make.
One schema, one export: platform, char_limit, risk_tier, status, mapped automatically into Google Ads Editor or Meta's bulk-sheet columns.
Anything over a platform's field limit is blocked from export, not just flagged: zero truncated headlines reaching a live ad account.
A localized ad is only half the job: we map delivery back to the localized landing page and, for eCommerce clients, the Google Merchant Center feed, so price and inventory stay in sync past the click.
Beyond paid media
Paid search and paid social are where the CPA math is most visible, but the same Generate, Route by risk, Review, Deliver pipeline produces language-accurate copy for three more surfaces every performance team eventually has to solve for.
Multilingual SEO copy and the answer-engine content that gets cited by ChatGPT, Gemini, and Google's AI Overviews, checked against the same glossary and claim-density rules as your paid ad copy, so your organic and paid message never contradict each other market to market.
Community posts and captions that need the same local slang and cultural read as a paid hook, without the paid-media budget behind them.
Localized titles, keywords, and screenshots for app store discovery: the same discipline as a Search headline, just a different field limit and a different algorithm.
We don't manage your SEO, your organic channels, or your app store account. We produce and risk-route the language layer that feeds whichever tool or team runs execution, yours or an agency's.
The alternative
Traditional LSPs sell volume and legal-document compliance. Specialized studio LSPs sell in-game text and audio. Neither prices, staffs, or turns around against a performance metric.
| Capability | Inteprit | Traditional LSPs | Specialized studio LSPs |
|---|---|---|---|
| Core focus | Digital ad performance and ROAS | Document and legal compliance | In-game immersion and audio |
| Pricing metric | Flat campaign bundles / retainers | Per-word commoditized rate | Per-word or hourly studio rate |
| Turnaround | Same-day / real-time iteration | 3–5 business days | Fixed production schedules |
| Tech integration | Direct sync with Phrase TMS and ad feeds | Legacy API or manual file uploads | Custom proprietary game engines |
| Primary success metric | CTR, CPC, conversion lift | Accuracy, total word output | Narrative flow, player retention |
Send us your lowest-performing international ad set. We'll run it through the same pipeline above and hand back exactly where the CPA is leaking, free.
Request an Ad Intent Audit